Mkt 6003 - Cultural Analysis Brazil

Abstract

I currently lead a team called Pontonet as part of my responsibilities as Sr. Strategic Customer Manager who is based in Brazil.  When I began my job in August I was quickly introduced and held meetings with my manager and a co-worker.  I noticed very quickly that our abrasive American ways of communicating was not effective by listening in on conference calls with the three of us.  I noticed as well that there was a seemingly deep sense that creating a more relation type of Management/Vendor management style was would make for a clearer and cleaner method than the alternative.  I learned in haste that my report Jurandir at Pontonet began to surpass expectations quickly in comparison to other vendors in a surprisingly quick time frame.  

This paper shall also attempt to analyze the business and social culture of Brazil from an American point of view.  In addition my purpose is to help achieve the most success when participating in a leadership activity with Pontonet.  By having a better grasp of the cultural norms I believe that it will greater help me to have an advantage as a leader for this 3rd  party management role I have accepted as part of my responsibilities.  It is my understanding through research that Brazil’s business culture is much more stringent than the United States.     In this paper it will be my intent to provide analysis and review the current business culture and relations that take place between the U.S. and Brazil.  Although there is already a significant oil trading relationship that exists, the question is, can there be any other successful global business dealings between the two countries.  In addition as I am in dealings with Brazil on a daily basis and will travel to visit multiple times during the year I am providing perspective and research primarily from this perspective.  My intent will be to address the following points:

• What is the culture and unique dimensional elements of the culture in Brazil?
• How are those who are indigenous or local who conduct business in the country utilize the unique cultural elements?
• A comparison of Brazilian culture and business practices with those of the United States.
• What implications exist for multi-national companies seeking to conduct business in the region of Brazil?

Cultural and Dimensional Elements of Brazil

The history of Brazil is vast and is considered one of the most storied and rich of all of the countries of South America.  Brazil hold many similarities to the history of the United States in that much of Brazil was built upon the African slave trade and as well, Brazil has mimicked the racial discrimination of Blacks in their country.  Within its culture Brazil views its own people in a very unique way and it provides insight into how other nationalities are viewed as well.

The Colonization of Brazil

        Brazil is a country colonized by Portugal that began its colonization in 1530.  Their independence in 1822 was a result of many battles and conflicts with Brazil’s indigenous population as well as the French as well as Dutch explorers who weakened Portuguese control of the Brazilians.  Throw-out this period however one of the major forces behind the shaping of Brazilian culture was the burgeoning slave trade in which the Afro-Brazilian became an element of the Brazilian population.

Slavery, role and effects in Brazil

        Descendants of Western African nations, the Afro Brazilian were the mix of the indigenous Brazilian people and the slaves which were taken to Brazil over a span of 300 years.  The Afro-Brazilian makes up over 40% of the Brazilian population.  Brazil, with its closer proximity to the continent of Africa began its slave trading activity about 100 years prior to the beginning of the United States participation and also eclipsed the number in sheer numbers.  Some estimates claim that the 3-4 million Africans taken by force to Brazil eclipsed the United States numbers by almost three times the amount.  The Portuguese took many of the women as wives or mistresses which gave rise to the mixed racial dimension of Brazil today.

Religion in Brazil

        Although there are other religions reported in the country, Brazil is primarily known and identified with being Roman-Catholic.  The distinction being that Brazil is, with over two-thirds identifying themselves as such, considered the country with the highest number of Catholics in the world.

Racial Tensions and Equality

        In the United States there has of late been a higher sensitivity to African-Americans and their plight for social justice.  Movements such as “Black Lives Matter” underscore the prevailing opinion that there still are inequalities as it pertains to the criminal justice system as well as socio-economic discriminations that many in America find unjust and deplorable.  These injustices however pale in comparison to those that have occurred in Brazil even within the last ten years to Blacks in Brazil.  When 19 Afro-Latinos were murdered in a police operation in the massacre of 2007 in the Comlexo do Alemão the riots that took place were no less than catastrophic.  The riots in Watts in the 60’s as well as the Rodney King riots of the 90’s together brought less damage, death and destruction.  The country still is reeling from the effects and the negative opinion of Blacks in the country

Gender roles in Brazil

        Brazil has long been known as a hyper-sexual society.  With its historically topless beaches, nude dancing, Carnival festival, and even exercise programs such as the “Brazilian Booty” it’s easy to see that there is an objectification of women by United States standards.  Women in Brazil however have a different viewpoint of these phenomena and have embraced the sexuality as a form of power and consider it their civil right to be topless.  So much so that as public protests ensued after 2013’s outlawing of topless sunbathing.  

        With 2011’s election of the country’s first female President Dilma Rouseff in office it progressed some of the preconceived notions of Brazil and its women as the country was seen as very progressive in its election of a woman leader.  Although this has lessened the gap between male and female there has only been this type of progressive behavior amongst those considered the white and middle class woman.  The Afro-Brazilian woman is still shockingly holding 70% of the lowest level jobs that are typically domestic, factory service jobs or low positioned agricultural employment.